IT services firm Cognizant has debuted a new white paper — “Five Ways Media Companies Can Generate Value from AI” — that outlines the obstacles toward adopting AI initiatives, and offers recommendations for achieving data returns on investments into the technology.

“Media industry leaders have all heard the hype around AI — now they want to see results. They know all about the need to reduce costs, create engaging consumer experiences and drive higher revenues,” the report reads. “Artificial intelligence’s (AI’s) potential to help achieve all these goals — even amid the COVID-19 crisis — has been touted to the hilt across the media value chain, from acquisition and commissioning to pre- and post-production, through operations, distribution, commercial, marketing and customer service.”

The report covers a wide range of topics — from using AI to identify behaviours that can foreshadow customer churn, to using AI to automate proper ad selection — to better enable media companies’ use of the tech.

To access the report, click here.